80

Focusing Your
Digital Ideology
Anthony Johnston

What is it you really
want from your
digital channel?

What is your
ideology?

1 MEDIA
2 ACTIVATION
3 INNOVATION
4 STRUCTURE

1 MEDIA
85

Seen but
not heard
86

Stop targeting
& start attracting
The Basic Laws of Attraction
Listen – Add Value – Be Human – Engage – Be Respectful
87

Scalejacking 88

Take really good care of 100
people instead of harassing 2000

Igniting groups
...to activate 90

Understanding social media
91
91

Clarity of Strategy First
Social Media Follows
92
92

Create
frictionless
content
93

Create
frictionless
content
94

Open-source targeting
95
95

Listening to everyone,
Speaking to Everyone
96

1 MEDIA
2 ACTIVATION

Activation is key
98

The process
of buying
99

Focus on
Retail
100
100

Focus on
Retail
101
101

Focus on partnerships
102
102

1 MEDIA
2 ACTIVATION
3 INNOVATION

Innovation doesn't have
to come from invention.
It can also come from
reconfiguration.
104

Innovation
is about
ideas
105

We don’t ask consumers what they want. They don’t know.
Instead we apply our brainpower to what they need, and
will want, and make sure we’re there, ready.”
Akiho Moria – Founder, Sony
106

Watch the horizon Manage for
Replicate profitability
business
Test model
business
Seed model
growth
options
Create viable
Horizon 3 options
Build emerging
Horizon 2 businesses
Extend and
Horizon 1 defend
core business

Want to buy a record store?
8 years ago
Time
Profit

Disruption in months
$65M in loans in 10 mths
Micro loans in emerging economies The big guys have entered the game

What’s Next?
110

1 MEDIA
2 ACTIVATION
3 INNOVATION
4 STRUCTURE

Focus on
consumers,
not systems

Cloud
113

Key Take-Outs

Create “Frictionless Content”
 Focus on generating ideas that
your consumers will absorb and
spread – they are your media
planners

Focus on activating
 Understand and leverage each
point of your path to purchase
 Make the decision as easy as
possible

Innovation is key
 Focus on generating insight,
into consumers, process and
markets
 Treat ideas like a creative
product. View objectively.

Avoid structures of restraint
 Change philosophy of
ownership & IP
 Forge alignments outside of
your infrastructure

119